Principles Of Marketing Exam Notes Essay

Principles of Marketing Exam Notes Essay
Principles of Marketing
Study Guide
Mid–term Exam Fall 2012
Chapter 1 1. What is Marketing? a. The activity, set of institutions, and processes for creating, capturing, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large. It requires thoughtful planning with an emphasis on the ethical
implications of any of those decisions on society in general. 2. Marketing requires Product, Price, Place and Promotions decisions. b. The four Ps, or
marketing mix, are the controllable set of activities that the firm uses to respond to the wants of its target markets.
3. What is value–based marketing? a. Value reflects the relationship of benefits to...show more content...
Entails evaluating the performance of the marketing strategy using marketing metrics and taking any necessary corrective actions (Step 5). 9. Growth
Strategies h. A market penetration s growth strategy that employs the existing marketing mix and focuses the firm's efforts on existing customers. Such
a growth strategy might be achieved by attracting new consumers to the firm's current target market or encouraging current customers to patronize the
firm more often or buy more merchandise on each visit. i. A market development growth strategy that employs the existing marketing offering to reach
new market segments, whether domestic or international. International expansion generally is riskier than domestic expansion because firms must deal
with differences in government regulations, cultural traditions, supply chains, and language. j. Product development growth strategy that offers a new
product or service to a firm's current target market.k. A diversification growth strategy whereby a firm introduces a new product or service to a market
segment that it does not currently serve. Diversification opportunities may be either related or unrelated. In a related diversification growth strategy
whereby the current target market and/or marketing mix shares something in common with the new opportunity. In other words, the firm might be able
to purchase from existing vendors, use the same distribution and/or management information system, or
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Marketing Strategies Essay example
Price, product, place and promotion, the four Ps of marketing, are fundamental for successful marketing communication. One of its goals is building
and reinforcing relationships with clientele, retailers and other people who the company markets their products to. But the main objective is to reach a
target market and affect their behavior through informing, convincing and reminding. They must reach out to new consumers and persuade then them
to purchase their product, while at the same time they must preserve their current customers. But the no matter how good the promotion, it can never
substitute for quality, enormously high prices or inadequate retail distrabution....show more content...
(http://media.wiley.com/product_data/excerpt/48/04713472/0471347248.pdf)
Environmental scanning, understanding the businesses target market and examining the external environment, also, is integral to determine business
opportunities and threats. To remain in existence, a business must be prepared to change their business strategies. This external environment includes
market trends and the social, political and economic environment.
(http://media.wiley.com/product_data/excerpt/48/04713472/0471347248.pdf)
A product typically has a four stage life cycle, with includes the introduction, the growth, the maturity and the declining stages of the product.
Technology generally has a shorter lifespan. Therefore, new product must be introduced earlier in the product's life span. (http://www.udel.edu/alex
/chapt12.html#life)
The introductory stage is when a new product is introduced to the market. A new product includes new models of an item that has already been in the
market. During the introductory stage of a product there is a very high failure rate. It varies from 60%–90%, depending on the trade. (http:/
/www.udel.edu/alex/chapt12.html#life) During this stage the company's marketing objective is to let the target market know of its existence. Push and
pull strategies, with ads and coupons, must be used. (http://www.learnmarketing.net/promotion.htm)
The product enters the growth stage next. As the product starts to be accepted by the target

Technology and Marketing Essay
Technology and Marketing
In 20/20 Vision, future consumers were described as sophisticated consumers who are educated, wired professionals with some significant disposable
income. Technology, including the Internet, will continue to play important roles in their lives. As consumers, these people will have a lot of power.
Information will be available to them from a variety of sources, and it is likely that these individuals will use these sources. Elderly Americans will
make up a huge part of the population due to the extended years of life people are living. Many others will be immigrants from another country. Right
now, there are approximately 30 million native and non–native Hispanic residents nationwide. This number is expected...show more content...
These individuals will seek to work for companies that inspire loyalty among its workers and its customers. Bottom line: technology will be an essential
factor in people's lives and will need to be available to all consumers.
Technology will have a great impact on society and its daily functions. Many people will be using the Net and other resources to do everything from
grocery shop to buying cars. There will be a continual elimination of the "middleman," and speed and efficiency will be very important. The walls of
factories will be broken down and any business that plans on surviving needs to recognize this change. Companies will need to have a real
understanding of their consumers' as well as their employees' needs beyond the obvious offerings of the company.
Part II
The information describing the changes of future consumers is vital to marketing managers. This information is relevant when evaluating customer
characteristics and their needs and wants. It is apparent that technology will continue to grow in importance in the future, and more individuals will
have access to various technological resources like the Internet. When developing a marketing plan, it is important to understand the role of technology
and how marketing can use this understanding to its advantage. With people living "dot–com" lives, its essential that future companies optimize the use
of Internet for advertising and providing

Essay about What is Marketing
What is Marketing
1. Introduction
1.1 Purpose
The purpose of this report is to get all of the management employees of Proton in all of the departments outside marketing to familiarize with what
marketing is and also to show its importance in the company.
1.2 Background
Proton is the biggest Malaysian automobile manufacturer. Proton automobiles are available in many countries such as China, Singapore, Australia,
Algeria and United Kingdom. Proton has commanded the local automotive market, and will continuously dominate in the pursuit of being 'Customers'
Number One Choice for Automotive Products and Services'...show more content...
It is crucial in marketing to have a clear knowledge of the needs, wants and demands of the consumers. To achieve this, market research is carried out.
By going through a market research, Proton can find out more information on what consumers think of Proton's product. Upon getting the information,
Proton can make adjustments and improve products to satisfy consumers' needs, wants and demand.
3. Why Marketing is Important
"Marketing management is accomplished by carrying out marketing research, planning, implementation, and control" (Kotler, 2004). Marketing plays a
major role in every business. It is very important as it contributes to the profitability of the company itself. "Relationship marketing involves creating,
maintaining and enhancing strong, value–laden relationship with customers and other stakeholders. "They must build strong economic and social ties
by promising and consistently delivering high quality products, good service and fair prices," (Kotler, Brown, Adam and Armstrong, 2004, p11).
Furthermore, when both customers and producers are mutually beneficial from this relationship, profitable transactions will follow. Knowledge of
marketing strategy and market research is crucial in order to excel in marketing.
3.1 Five key factors to an effective marketing
Forsyth (2004) stated five factors which summarizes the effectiveness of marketing.

a) Customer

Essay on Sports Marketing
Sports Marketing
Marketing plans and strategies are an important part of almost any business today. One of the biggest industries marketing plans have benefited and
changed in a number of different ways is the sports industry. The development of the sports marketing industry has led companies to invest millions of
dollars to have their product associated with specific teams, players, and sporting events attempting to connect with consumer and create profit for both
parties involved. The money involved in sports marketing calls for these sponsorships and endorsement decisions to be made both strategically and
confidently. After researching the sports industry from a business perspective the importance of marketing decisions is...show more content...
The use of specific athletes in marketing campaigns really began to show promise when athletes like Jordan began wearing their own brands of
shoes. The idea to consumers or fans of the NBA that they could wear the same shoes as Michael Jordan, and somehow play like him was an easy
sell by Nike. Today it is now common for marketable athletes in almost all sports to wear their own style of shoes, spikes, or skates. An interesting
point to make is that through Nike Michael Jordan eventually launched his own clothing line called Jumpman23 that makes everything from socks
and underwear to winter coats. Even though Jordan has been retired since 1999 the Jumpman23 company has continued to release a new shoe
every single year that are simply called "Jordan 24", an increasing corresponding number to the number of years the shoes have been produced.
The new Jordan shoes still retails at over $150 a pair even though Mike hasn't stepped on the court in 11 years! After retirement and becoming the
CEO of the Jumpman brand Michael Jordan has been able to court other famous athletes from a variety of sports to wear his brand. A few examples
of the athletes include Derek Jeter (baseball), Dwayne Wade (basketball), Jason Taylor (football), and April Holmes (track and field). The wide range
of athletes in all different sports who now market a brand for arguably the greatest athlete of all time truly shows the money, power, and influence an
athlete can experience

Marketing Definition Essay
Marketing definition
Every company depends on an efficient marketing program to fulfill customers' needs. Marketing is a process of finding out what the customer wants
and meeting those requirements. Within the company, the marketing group has to consider customer values and customer satisfaction before
considering offering a product. Marketing is part of our everyday world, and can be perceived everywhere and every time. At any time, everyone has
been exposed to different kinds of marketing or advertising depending upon personal necessities such as T.V commercials, radio, internet, etc.
Another definition of marketing is the "selling of products or services: the business activity of presenting products or services in such a way as to...show
more content...
This entire process is known as marketing management " the art and science of choosing target markets and getting, keeping, and growing customers
through creating, delivering, and communicating superior customer value" (Kotler & Keller, p.5).
To be successful in business, "a consumer does not buy a whole of physical components of the product but it is usefulness, function, satisfaction of
consumer's needs, solving the problem, etc" (Dubrouski, , p.1). "That is why the product is a whole of tangible and intangible components which
means satisfaction of consumer's needs and desires, solving the problem"(Dubrouski, p.1). Companies and managers must learn to utilize marketing
research, as well as, strategy skills to fulfill customers' satisfaction. Management has to focus on exclusive marketing challenges presented by the new
era of the 21st century. Management has to be able to utilize inventive, dominant, and cost effective marketing techniques that will support the future
success of the organization. Companies must meet,"the increasing importance of services as part of a product (offer, offering package) which cannot
be neglected" (Dubrouski, p.1). Exploring the purpose of market research, as well as, evaluating the importance of such research, facilitates managers in
realizing the importance of marketing to an organization's success and to be globally competitive.
In the article: It is time

Reflection Paper On Marketing
At the beginning of this class, my main objective was to learn more about finance and learn about marketing. When I first review the class's syllabus,
I thought this class would be mainly about marketing and investments, but I was glad to find out that the class was about more than just marketing. I
would definitely say that I met my objectives and even more because I learned more than I was expecting. This class helped developed a security
about a business idea that was on my mind for years which is having my own private investigations company. Before this class, the idea of owning a
company about something that I am very passionate about was only just an idea and I never thought I could have been developed a possible marketing
plan. Thanks to this class, I was able to work on a marketing plan for my dream company. Even though some assignments were difficult, I felt that no
one could have taken the excitement I felt every single time I sat down to work on my own business marketing plan.
It is important to mention that my feelings about this great experience are truthful. I understand that some people might say that most students are not
truthful when given feedback about the class or the professor because they fear retaliation, but I am very happy to say this is not the case for me. I
am a very truthful person and I say it how it is, I am not the type of student that would write something nice to make the professor feel better or to
avoid a low grade, I just

Mba Examination Paper of Marketing Management
Examination Paper of Marketing Management
IIBM Institute of Business Management 1
IIBM Institute of Business Management
Subject Code–B–104 Examination Paper MM.100
Marketing Management
Section A: Objective Type (30 marks)
–––––––––––––––––––––––––––––––––––––––––––––––––
п‚· This section consists of Multiple Choices & Short Notes type Questions.
–––––––––––––––––––––––––––––––––––––––––––––––––
п‚· Answer all the Questions.
–––––––––––––––––––––––––––––––––––––––––––––––––
п‚· Part one carries 1 mark each & Part Two carries 4 marks each.
Part one:
Multiple choices:
1. It is a concept where goods are produced without taking into consideration the choices or tastes of customers.
a. Marketing mix
b. Production concept пЃ…
c....show more content...
would react to price. Fixed costs do not vary with changed in the number of units produced or sales revenues.
3. Distinguish between Marketing Concept and Selling Concept. SELLING| MARKETING| Emphasis is on the product| Emphasis on consumer needs
wants| Company Manufactures the product first| Company first determines customers needs and wants and then decides out how to deliver a product
to satisfy these wants| Management is sales volume oriented| Management is profit oriented| Planning is short–run–oriented in terms of today's

products and markets| Planning is long–run–oriented in today's products and terms of new products, tomorrow's markets and future growth| Stresses
needs of seller| Stresses needs and wants of buyers| Views business as a good producing process| Views business as consumer producing process
satisfying process| Emphasis on staying with existing technology and reducing costs| Emphasis on innovation on every existing technolВ¬ogy and
reducing every sphere, on providing better costs value to the customer by adopting a superior technology| Different departments work as in a highly
separate water tight compartments| All departments of the business integrated manner, the sole purpose being generation of consumer satisfaction|
Cost determines Price| Consumer determine price, price determines cost| Selling views customer as a last link in business| Marketing views the customer

Marketing Communication (Question and Answer)
Question 1
a)Examine and review critically the four areas of marketing communication. Provide examples where necessary.(10 marks)
b)Explain in detail the basic pricing strategies. Give examples to support your answers.(10 marks)
Question 2
Identify and describe the most often used sources of differentiation.
Give examples to support your answers.(20 marks)
Question 3
Ursula is a marketing manager for a bathroom tile company. She is trying to figure out if her firm needs to utilize a push or pull strategy. What are the
differences between a push and pull strategy.(20 marks)
Question 4
Jessica has just been hired as a manager for a new retail store. She is working on creating an effective retail strategy, but...show more content...
These pricing strategies represent the three ways in which a pricing manager or executive could look at pricing. Knowing these strategies and teaching
them to your sales staff, and letting them know which one they should be using, allows for a unity within the company and a defined, company–wide
pricing policy.
i)Promotional Pricing
The objective of promotional pricing is to stimulate short–term increase in sales. This is done by charging a price below the list price or sometimes
even below cost for a specified time period. The examples are as follows;
a)Special event pricing

Prices are reduced to commemorate a certain event to attract customers. For example, " Hari Raya Sale", "Chinese New Year Sale", Christmas Sale"
and "Back To School Sale".
b)Cash rebate
Often used within a limited time period to encourage the purchase of a manufacturer's product. Rebates are also used to move stocks without having to
cut the stated list price. c)Longer payment term
Financial institutions such as banks and credit corporations extend their loan periods to enable lower monthly installments to be paid by their
customers. For example, in recent years it is common for banks/finance companies to offer car financing for up to 7 years or even 9 years.ii)
Geographical Pricing
Variable–pricing method in which a selling price is computed according to the customer's or market's distance or transportation costs incurred.It is also
an evident

Marketing: Study Questions
Module 1
Study Quiz
1. Marketing is: a) About invention of new markets, new products and new services b) About the invention of new ways of distributing and reaching
customers c) About researching, finding, understanding and making new markets d) About creating and changing market processes that change
markets e) All of the above 2. A responsibility of marketers is to sell new products and ideas to decision–makers in their organization. a) Yes b) No 3.
The focus of companies needs to be on winning: a) The product innovation race b) The distribution innovation race c) Both a and b d) Either a or b e)
None of the above 4. There are times when it helps for a marketing executive to support the status quo and to promote long established and...show more
content...
a) True b) False Competition increases as: a) The number of small firms in the market increases. b) The number of consumers in a market increases. c)
Demand exceeds supply. d) Supply exceeds demand Insatiable self–improvement is in the self–interest of ____ firms. a) all b) most c) rival d)
monopolist Change management in marketing is most important in a firm's: a) Product development management processes b) Customer relationship
management processes c) Supply–chain management processes d) All of the above Below are six statements from the theory of market dynamics.
Which of the following is the correct process sequence (order) according to the theory? a) 5–3–2–6–1–2 b) 6–4–1–5–3–2 c) 4–6–3–1–5–2 d)
3–6–5–3–4–1 e) 2–6–3–1–5–4 1. Supply will shift to serve the demand of the most profitable market segments. 2. Effective products and process are
quickly imitated and improved. 3. Sellers learn directly and by observing other sellers how to add customer and shareholder value. 4. The variation in
consumer demand is constantly changing. 5. Competition forces sellers to try new ways of serving customers and reducing costs. 6. The supply of
products and processes is constantly changing.
5. 6.
7.
2
Study Quiz
1. On the Business Process Thinking Scale my average score (score for each question divided by 12 questions) was a) 1 b) 2 c) 3 d) 4 e) 5 On the

Political Skill Scale my average score (score for each question

Questions On Customer Relationship Management
.2 Customer Relationship Management
2.2.1 Introduction
Follow previous development of relationship marketing field consistently, CRM leverage relationship marketing by utilizing information technology,
aim to discover how organization utilize integrated tactics to access to customer properly and pursue invulnerable relationship eventually in terms of
customer loyalty. As the globalized environment shifting rapidly, modern savvy customers increase gradually; moreover, they have more opportunities
to approach to best products and services at the best price. Hence, building closer relationship with customers' in order to differentiate one from others
became a priority objective for organization.
2.2.2 Customer–centric marketing world
Swift,...show more content...
First of all, the concept of marketing highlighted by Lerer's (2002), who states marketing supports CRM by approaching to individual customers based
on market segmentation' technic to target different segments of customers, meanwhile, step forward to their target audiences with specific information.
Secondly, sales management contributes to balance between customer objective/practice and those of firm, processes under the framework of
managing customer relationship (Dorsch et al., 2001). Additionally, information processing and resource dependency play the role to value global
account management of international business, which reflect customer dependency of organization' CRM system (Birkinshaw et al., 2001). Thirdly,
extra services and support, which are the component this research focus on mainly, are valued with right communication tactics and personalized
CRM system, companies today are able to reduce cost considerably and create customer satisfaction more efficiently (Torcy, 2002). Also, quality
management should permeate organization' CRM system addressed properly on quality of design, quality of conformance and quality of performance
(Kerstin, 1999; Sinha, 2001; Li et al., 2002). However, according to a report from Ngai, 2005, lacks of CRM studies conduct to measure the
performance and quality of

Questions on Marketing
List and describe the main benefits markets receive by segmenting markets. Give examples of how these benefits may be realize.
The market develops from mass marketing and product–variety marketing to target marketing. In mass marketing, the seller mass produces, mass
distributes and mass promotes one product to all buyers. At one time, Sony product only one type of television for the whole market, thus create hard
selling. Product–variety marketing, the seller produces two or more products that have different features, styles, quality, sizes and so on. Later, Sony
produced several of television sets with different screen sizes and outside frame (casing) colors. However, customers have different needs that change
over time. Customers seek...show more content...
The market positioning consisted of develop positioning for each target segment and develop marketing mix for each target segment. Once a company
has decided which segments of the market it will enter, it must decide with positions' is wants to occupy in those segments. Product position is the way
the product is defined by consumers on important attributes–the place the product occupies in consumers' minds relative to competing product. For
examples, after Sony has been selecting their target market, they are concentrating on what this select market wants. If they are target to the young age,
they may pay more attention to how to maximize their product function and catch up with fashion. If they are target to the female, they will focus on
how to make they product more delicate and smaller.
2. You text book describes three major market coverage strategies. Compare and contrast these strategies giving examples throughout.
A target market consists of a set of buyers sharing common needs or characteristics that the company decides to serve. The company can adopt one of
three market–coverage strategies: undifferentiated marketing differentiated marketing or concentrated marketing. The undifferentiated marketing
strategy, a company might decide to ignore market segment difference and go after the whole market with one market offer. It focuses on what is

Principles of Marketing Chapter 1
Chapter 1
1
Define marketing and outline the steps in the marketing process Explain the importance of understanding customers and the marketplace, and identify
the five core marketplace concepts Identify the key elements of a customer–driven market strategy and discuss the marketing management orientations
that guide marketing strategy. Discuss customer relationship management and identify strategies for creating value for customers and captures value
from customers in return. Describe the major trends and forces that are changing the market landscape in this age of relationships.
2
1. What Is Marketing?
2. Understand the Marketplace and Customer Needs
5. Building Customer Relationships
3. Designing a...show more content...
Organization should therefore devote its energy to making continuous product improvements.
22
Selling concept is the idea that consumers will not buy enough of the firm's products unless it undertakes a large scale selling and promotion effort
23
Marketing concept is the idea that achieving organizational goals depends on knowing the needs and wants of the target markets and delivering the

desired satisfactions better than competitors do.
24
Starting point Selling concept
Focus
Means
End Profits through sales volume
Factory
Existing products
Selling and promoting
Marketing concept
Market
Customer needs
Integrated marketing
Profits through customer satisfaction
25
Societal marketing concept is the idea that a company should make good marketing decisions by considering consumers' wants, the company's
requirements, consumers' long–term interests, and society's long–run interests.
26
27

Preparing an Integrated Marketing Plan and Program
28
The marketing mix is the set of tools (four Ps) the firm uses to implement its marketing strategy. It includes product, price, promotion, and place.
Integrated marketing program is a comprehensive plan that communicates and delivers the intended value to chosen customers.
29
Building Customer Relationships
30
The overall process of building and

Essay on Marketing
Marketing Applications #1
Which environmental forces sociocultural, economic, political, legal, regulatory social ethical, competitive, or technical, might a marketer need to
consider when marketing the following products in the international marketplace and why?
Barbie Dolls
Beer
Financial Services
Televisions
International Marketing involves developing and performing marketing activities across national boundaries. Marketing is the process of creating,
distributing, promoting, and pricing goods, services and ideas to facilitate satisfying exchange relationships with customers and to develop and
maintain favorable relationships with stakeholders in a dynamic environment. Therefore, I believe all the forces sociocultural,...show more content...
Any obstacle that makes it difficult for a business to enter a product into an international market such as slow customs, Government regulations, natural
barriers, bureaucratic inactivity in processing licenses means no productivity for a business.
Socioethics; how a marketer deals with international issues has a considerable impact on the businesses success. A Marketers' standards of conduct and
moral values could make or break a business deal. The marketer should do business and behave ethically. Customer may be concerned about privacy,
truth in pricing and advertizing be concerned how they market their products to children and young adults.
Competitive: In order to be stay on top of international competition a marketer should totally understand why, how, where, and when to do business in
specific international business markets. I believe it is important to know the company's strategic mission, its strengths and its weaknesses too. A
marketer should make the product stand out from the competitor's products by creating competitive pricing and value. The product should also be
difficult to duplicate or substitute and be able to meet differences in the country's tastes and demands. Technology: A marketer

Mccarthy's 4 The Principles Of Persuasion
Relevant Topics: Below are the topics relevant to the project: Branding & Marketing: Marketing is the process of creating, communicating and
delivering benefits that have value for customers (Johnston, 2015). Branding is the process of creating a unique name and image for the product in
consumers' mind (BusinessDictionary.com). A good marketing and branding strategy helps the organizations to create products and services with best
chances of making profits, set apart from your competitors, customer satisfaction, and greater sales motivates the employees to achieve more. Principles
of branding are differentiation, focus, simplicity, consistency, and visual appeal. The two main theories/principles used in marketing are McCarthy's 4
Ps and Porter's 5 forces. Persuasion: Persuasion is the process of changing a person's attitude or behavior towards an idea, event, person, or an object.
Persuasion specifically applies to the promotions, and builds on customer behavior to lead them to purchase. Persuasion is used to convince consumers
to purchase the products over competing brands, companies usually focus on differentiating their products, building brand awareness and loyalty, and
providing consumer education. The six main principles of persuasion are authority, likeability, reciprocity, consistency, consensus, and scarcity
(Cialdini, 2006). Some of the theories used to persuade consumers are amplification hypothesis, conversion theory, priming, scarcity principle, social

Marketing Essay
POSITIVES OF MARKETING CONCEPT OVER NEGATIVES OF TODAY'S MARKETING PRACTICES
By Student's Name
Institution
Professor
Course Code
Date
Marketing is one of the fields in business management. The field involves business organizations and their customers as the key players. Marketing
involves an organization or a company identifying and anticipating their customer's needs and satisfying them in a profitable way. Marketing is a broad
field and it encompasses marketing concept and marketing practices. Marketing concept is a marketing philosophy that advocates for selling products
or services that are benefit oriented instead of product oriented. Benefit oriented products and services seek to satisfy the needs of customers while
product oriented...show more content...
Customer orientation is one of the keys to successful marketing. Marketing concept has the positivity of facilitating customer orientation. Customer
orientation oversees that the needs, wants and desires of the customers receive top consideration in all business activities (Kumar& Sharma1998).
A business organization must have the needs of the customers at heart in conducting its activities. A good illustration can be when a company is
making its decisions in various activities such as product development, advertisement and sales promotion. The company has to consider the needs of
their customers and the impacts that the activities shall have on their customers. Company will have to answer some questions such as; what are the
needs of our customers? How can we best meet their wants? Are the customers going to be satisfied with our services? These questions shall help the
company streamline its activities and decisions towards satisfying the needs of its customers.
The marketing concept also promotes product planning and development. Product development refers to the continuous improvement of a product to
meet the changing needs of the customers. Customer needs is the prime focus of the concept and therefore, a company strives to meet these needs. The
needs change with time hence the company can meet them by either developing their products or producing other new ones. Designing and producing
new products is expensive and risky as the new

Principles of Marketing Essay
Principles of Marketing
The Marketing Mix 1: Products, Brands & Their Distribution
Question 1: Explain what Fournier means by "having a relationship" with a brand.
Establishing a relationship with a product brand sounds like a strange thing, we often have numerous relationships with the brands of products we
purchase without even knowing why we do. The article by Fournier plainly defines that for a relationship with a brand to exist there must be some kind
of interdependence between the product and the partner. The interdependence with the brand may be emotionally, economically, Robert B. Hinde
(1979) best defines this interdependence relationship;
For a relationship to truly exist, interdependence between partners must be evident:...show more content...
The two brands I have chosen from the product categories are a dentist and auto repair. Let's first look at the dentist and try and decipher if a customer
could have a relationship with this provided service. When you visit the dentist you can pretty much say that it becomes a personal experience. When
you allow someone to open your mouth and stick sharp objects in it, you must or have developed some kind of relationship with that individual. That
relationship may have been established over time through quality service or you have visited this dentist as a kid. How does this apply to someone
who visits this dentist for the first time? A bond of trustworthiness must be initially established by a first time customer to complete the dyad. When
dealing in a human to human interaction, and especially with a medical procedure being accomplished, relationships are essential. Both parties in this
dyad are essentially providing a service to each other which clearly establishes a formed relationship with this service or individual brand.
When trying to define a relationship with an auto repair service brand I believe that there is also a clear relationship in this matter also.
Trustworthiness is also a major factor in this relationship, who would want to take their automobile to an auto repair service that they do not

Questions On Online Internet Marketing Essay
a.Rivalry (Among Competing Sellers)
CyberGold, NetCentives, and MyPoints are the three main online Internet marketing firm. All the competitors offer similar services and products.
Competition is based on a non–price dimension like marketing, brand, and search technology. Competitive rivalry is high as the cost of switching firm
is low. Because this is relatively new business, there are growth opportunities for economic of scale in advertising. (Gamble & Thompson, 2013)
b.Threat of New Entrance
Online Internet marketing has a low barrier to entry. Since the barrier is low, new entries should be able to offer more incentives, lower marketing cost,
and innovative new ideas to market the advertiser products and service. The threat of new entrants is high because online advertising is relative at its
early stages and few online Internet marketing firm has set itself apart from its competitor. (Gamble & Thompson, 2013)
c.Threat of Substitute Products
The threat of substitute in the industry is weak. In term of mass marketing, the Internet can reach far more people in every corner of the world. The
market is still growing as more users are coming online and new and improve technologies are improving the median we utilize to access the net.
Online advertising allows marketers to tailor the company's product and services to a select market vice mass marketing. It provides benefits, cost
saving, and flexibility that you can't get from television, radio, or newspaper. (Gamble &

Marketing Analysis Essay
The four P's, product, price, place, and promotion, are important to the success of any organization because they are the variables that marketing
representatives of the organization can control in order to best satisfy customers in the target market. The goal is to make decisions that center the
four P's on the customers in the target market in order to create perceived value and generate a positive response. The Product is the physical product
or service offered to the consumer. Products and services vary greatly in the hospital environment. This can include anything from rehabilitation
services to valet parking. Price is created based on several factors. The factors considered in pricing decisions include but not limited to account...show
more content...
Place (Distribution) is usually done on the back end in a hospital environment. The internal customers are typically affected when inadequate
distribution takes place. Promotion decisions are related to communicating the product to the target market. Promotions are used to introduce the
product to the target consumers to obtain an assessment of the products' propensity to sale in the market. Hospitals use promotions for a variety of
scenarios. Although promotion is an important part of the marketing mix, it must be done with careful consideration and extreme tact in health care.
This is as a result of the environment and the current products and services the industry provides. WellStar currently partners with several professional
sports teams, such as the Atlanta Hawks Basketball Team, Atlanta Braves Baseball Team, and Atlanta Beat Professional Soccer Team in Metro Atlanta.
Their ultimate goal is to partner with organizations that provide a healthy image to the communities in which they serve. This partnership is very
valuable to WellStar because of the teams' national recognition. Although WellStar does not provide services nation wide, they are nationally
recognized for several other endeavors such as NAFE, Medical Imaging, Emergency Services, Diabetes Management Programs, etc... Their goals are
aligned with the reputation of the professional sports teams have that is

Principles Of Marketing Exam Notes Essay

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Principles Of Marketing Exam Notes Essay